In-car voice commerce presents strong
opportunity for automakers to unlock new monetization
opportunities, drive purchase decisions, and build long-term
loyalty
SoundHound AI, Inc. (Nasdaq: SOUN), a global leader in voice
artificial intelligence, today released findings from a new study,
commissioned by the company, revealing that consumers are eager to
embrace in-car voice commerce. The findings point to an untapped
opportunity for automakers to unlock new monetization and revenue
streams, deepen customer loyalty, and enhance the in-car experience
– with the technology projected to be worth $35 billion annually
1.
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Voice commerce integrates ordering, payments, loyalty, and
navigation directly into a car’s voice assistant to provide a
seamless, hands-free experience powered entirely by voice. Based on
projected new vehicle shipments, SoundHound estimates that in-car
voice commerce represents up to a $35 billion annual opportunity
for automakers.
Monetization Potential
According to the independent study, 73% of U.S. drivers who use
or have access to voice assistants in their vehicles are willing to
share value in exchange for voice commerce functionality.
Specifically, 46% would pay to access the service, – 18%
would pay per transaction, 29% would pay a small subscription fee –
31% are open to hearing a few ads per hour, and 29% would
share personal data.
This consumer openness presents automakers with multiple
monetization pathways, ranging from paid premium services to
ad-supported experiences and data-driven personalization –
delivering a new, post-sale, revenue engine that adds to the
customer experience.
Revenue Impact
Voice commerce will also directly influence purchasing
decisions. The study found that 69% of consumers currently
in the market for a new vehicle say they would prefer a car with
in-car voice commerce capabilities over one without. For
automakers, this adds a new layer of opportunity, differentiation,
and revenue upside during the consideration phase.
Loyalty Opportunity
In a market where automotive brand loyalty is declining – 47%
of U.S. consumers are open to switching car brands, according
to Statista – voice AI can help OEMs stand out. By delivering
utility beyond traditional in-vehicle controls, brands can increase
loyalty.
72% of respondents said they would ask their voice
assistant for product or service recommendations, positioning the
assistant as trusted consumer companions and the brand as the
facilitator of everyday needs. This behavior transforms the cockpit
experience into a recurring brand engagement and commerce
touchpoint.
Top In-Car Voice Commerce Use Cases
73% of respondents were interested in using in-car voice
commerce. When participants were presented with specific use cases,
76% were interested in using it for food ordering, 73% for vehicle
maintenance, 71% for parking, 59% for entertainment planning, and
58% for impulse retail purchases.
Example queries include:
- “Find a restaurant for date night and make a reservation for
7pm.”
- “What does this dashboard light mean? Book me a service
appointment.”
- “Order ingredients for sausage and peppers from the grocery
store and navigate me to the store for pick up.”
- “Find parking near the movie theater.”
“In-vehicle voice commerce is not only about convenience for
drivers – it’s also a strategic revenue and retention opportunity
for automakers,” said Michael Zagorsek, COO at SoundHound
AI. “We are already working with innovation teams at several of
the world’s largest OEMs to pilot and scale this capability,
bringing SoundHound’s long-time vision to life.”
SoundHound will delve deeper into these findings during two
upcoming keynote presentations. On June 4, COO Michael Zagorsek
will present the research at WardsAuto AutoTech in Detroit,
followed by a keynote from Dr. Pedram Faghfouri, Head of Automotive
& IoT, at Car HMI Europe on June 16.
To reserve access for SoundHound’s upcoming white paper
examining the survey results, please visit:
https://go.soundhound.com/voice-commerce-whitepaper-firstlook
1 According to Statista based on a 2021 survey, there are over
127 million voice enabled cars in the United States. Based on the
company's estimate of projected subscription, transaction, data
brokerage, and advertising revenue, this represents a $35 billion
annual opportunity for automakers.
About SoundHound AI
SoundHound AI (Nasdaq: SOUN), a global leader in voice and
conversational intelligence, delivers AI solutions that allow
businesses to offer superior experiences to their customers. Built
on proprietary technology, SoundHound’s voice AI delivers
best-in-class speed and accuracy in numerous languages to product
creators and service providers across retail, financial services,
healthcare, automotive, smart devices, and restaurants. The
company’s various groundbreaking AI-driven products include Smart
Answering, Smart Ordering, Dynamic Drive-Thru, and the Amelia
Platform, which powers AI Agents for enterprise. In addition,
SoundHound Chat AI, a powerful voice assistant with integrated
Generative AI, and Autonomics, a category-leading operations
platform that automates IT processes, have allowed SoundHound to
power millions of products and services, and processes billions of
interactions each year for world class businesses.
About Big Village
This survey was conducted from March 14-25, 2025 among 1210
regular drivers aged 21-65 in the United States, who primarily
drive cars model year 2019 and newer who use voice assistant while
driving or have voice assistant available.
Big Village is a global marketing and media company. Driven by
its diverse group of experts, Big Village provides a new way of
working by bringing media, insights, and creative all under one
roof. Find out more at https://big-village.com/.
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version on businesswire.com: https://www.businesswire.com/news/home/20250604581003/en/
Media Contact Gianna Arantes 201-815-9852
PR@SoundHound.com
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